Phạm TúEvery time Mother’s Day comes, brands and agencies search showbiz together to find KOLs who are close to their mothers. Which KOLs and what ideas have been selected for Mother’s Day this year?
Sunlight – Skincare Gift Box
Tu Vi livestreams to introduce the natural skin care gift box from Sunlight that her husband, actor Phan Anh, gave her and provides a link to buy on Tiki.
Results: 59k views and 700 comments
Like: Simple, quick and neat idea, developed on the natural Sunlight concept.
Not so much like: The gift of a bottle of dishwashing liquid may be more suitable for a 40+ mother following the concept of a mother who does housework but still takes care of herself with a natural lifestyle.
For a KOL representing a group of young, modern mothers like Tu Vi, the natural gift concept of Sunlight is not very suitable.
Sulwhasoo – You Are My Youth
This campaign leveraged KOLs to spread the message through personal stories about their mothers. Lifestyle and fashion KOLs like Mau Thuy, Hoang Ku, Chloe Nguyen, Lieu Ha Trinh, Phi Phuong Anh, and others posted photos with their mothers and the gift to “repay their youth”: Timetreasure Renovating Eye Cream Ex. This content was then repurposed for PR.
Key Activity: A viral video featuring Hoang Oanh giving a meaningful gift to her mother.
Results: 36k views for the viral video.
Likes: Choosing an eye cream for a Mother’s Day campaign was a smart move. For women aged 40-60, wrinkles around the eyes are a major concern.
Dislikes: The success of this idea hinged on KOLs sharing emotionally evocative stories to inspire. However, the content quality across KOLs was inconsistent, impacting the overall campaign effectiveness despite the strong concept.
Involving a production team to enhance the visuals of mothers receiving gifts, portraying them as radiant and sophisticated, would have aligned better with the brand’s image of affluent mothers.
Danisa – Gratitude to Mothers – A Night as a Queen
Trac Thuy Mieu, Phuong Vy Idol, and her mother were special guests at a royal-themed dinner party. This exclusive event was a gift from Danisa, allowing contest winners from a Facebook minigame to treat their mothers.
The event was captured on social media and through PR efforts.
This mini-event highlights that the number of attendees isn’t as crucial as the quality of social media and PR content generated afterward.
